The UFC, the world’s top MMA promotion, has announced a new multi-year partnership with a rising liqueur brand. The deal boosts the brand’s exposure to more than 700 million fans across 170 countries.
It’s the latest in a growing list of UFC sponsors. Bud Light is the official beer, 19 Crimes holds the title of official wine partner, and now Hpnotiq is the new official liqueur partner.
UFC Names Hpnotiq as Its New Official Liqueur Partner
Hpnotiq, the bright blue liqueur with early 2000s roots, has signed a multi-year agreement with the UFC. According to UFC.com, the deal names Hpnotiq as the “Official Partner of UFC” and gives the brand visibility at all U.S.-based Fight Night events.
Once known for its eye-catching bottle and pop-culture appeal, Hpnotiq is experiencing a resurgence with Gen Z and Millennials. Although the brand originated in New York, it is bottled in France and manufactured by Heaven Hill Distilleries Inc.
Both companies are excited to join forces.
“Hpnotiq has always been about bold flavor, unforgettable moments, and bringing people together, and there’s no better stage for that than the UFC,” said Noah Winterer, VP and Director of Clear Spirits at Heaven Hill Brands.
“Hpnotiq is a bold, heritage brand with fresh energy, perfectly aligned with UFC’s role at the center of sport and culture,” added Robby Miller, UFC’s VP of Global Partnerships. “Together, we’ll create moments that move beyond the Octagon and into the fabric of fan experience, lifestyle, and celebration.”
Outside the cage, the two brands will also launch a content series called Iconiq Moments, where UFC athletes will relive some of their major career highlights.
Partnership Launch Set for UFC Des Moines
The UFC-Hpnotiq partnership will kick off at UFC Des Moines, where Cory Sandhagen takes on Deiveson Figueiredo in a top-tier bantamweight clash with title implications.
The event marks the UFC’s debut in Des Moines, and it’s expected to pack Wells Fargo Arena. Hpnotiq will aim to take advantage of UFC’s wide reach — nearly 950 million households — especially as the liqueur is currently available in only 70 countries compared to the UFC’s 170.
Sandhagen is a former interim title challenger, while Figueiredo is a former two-time flyweight champ. Their fight could determine the next title challenger in the bantamweight division.
The co-main event adds even more heat. Rising middleweight prospect Bo Nickal will face Reinier de Ridder, a former two-division champ from ONE Championship. Nickal, a three-time NCAA Division I wrestling champion at Penn State, is still unbeaten. De Ridder is also undefeated in the UFC, with both of his wins coming by submission.
Other notable fights on the card include Jeremy Stephens vs. Mason Jones and Yan Xiaonan vs. Miesha Tate.
- Source: NEWHD MEDIA
